Pay Per Click advertising (PPC) allows you to market your business to the very people searching for your product or service. With radio, television, billboard, or print media advertising, it was difficult or impossible to know:
- which advertising campaigns were attracting visitors
- which visitors were highly qualified leads
- which were adding to the bottom line
- which ads performed better than other ads
“I Know Half My Marketing Works. I Just Don’t Know Which Half”
With Pay Per Click advertising, your business pays only when someone who’s actively searching clicks through on your ad. That’s half the battle. With old-media advertising, you’d pay whether or not a person even saw your ad in the magazine. And, with good ad platforms, you will be able to find the ads that do the best, compare the performers to non-performers, test new ads, and grow your business based on data.
Pay As You Go
Pay Per Click is not a replacement for other marketing and advertising. However convenient it is to know that you’ll attract a certain number of leads for a specified amount of money, realize that when you stop spending, you stop getting leads. So don’t dump your direct mail, search engine optimization, or word-of-mouth promotion just yet. Pay-per-click is one component of the overall marketing picture.
How It Works
If you’re new to online advertising, you’ll choose a network, set up an account, create some text ads, set a budget, and watch what happens. Google Adwords is the reigning pay per click advertising network at the moment, but plenty of traffic (i.e. customers) flows through the other networks as well. Once you get acquainted with the process, you can choose whether to get better at Adwords by optimizing your keywords, ads and campaigns, to add in some other programs, or both.
Lead generation with PPC is attractive to people working in sales, marketing and finance, because it is directly measurable, unlike SEO which has many factors to take into account. If you are the one responsible for the website, generating leads is one of the biggest metrics your boss will use to evaluate your results.